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Live marketing: the importance of communities

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Presentation given during the 7th conference "Publicité Romande" on live marketing communication. June 24 2010.

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Live marketing: the importance of communities

  1. 1. L importance des communautés (virtuelles et physiques) La communication événementielle dans l ère du virtuel: bataille ou complémentarité ? picnik tous droits réservés
  2. 2. Lift Community & event New event formats Community role before event Community during event Conclusion Agenda
  3. 3. Lift Lift is a conference built around a community of pioneers who come together in Europe and Asia to explore the social, economic and environmental consequences of new technologies. An open and accessible event, Lift answers a very fundamental question: What can the future do for you? Innovation can be a threat if we ignore it, and an opportunity if we anticipate it. Over three days, Lift makes it possible for all participants to keep up- to-date with the most significant changes anticipated in the next three years.
  4. 4. // From 350 participants in 2006 to a global series of events Lift timeline 2006 2007 2008 2009 2010 Lift06 350 participants Geneva Lift07 550 participants Geneva Lift08 650 participants Geneva Lift09 800 participants Geneva Lift10 1’000 participants Geneva Lift Asia 07 200 participants Seoul First videos published 20 talks offered free on Youtube and other platforms Launch of Lift community liftconference.com relaunches with community features iPhone application Lift videos become available on the Apple iPhone. Lift@home Community based events launch in Tokyo, London, Toronto, New York, Lausanne, Geneva, and more. Lift Asia 09 450 participants Jeju Lift France 09 560 participants Marseille Lift Asia 10 500 participants Jeju Lift France 10 700 participants Marseille Lift Asia 08 450 participants Jeju Lift
  5. 5. Lift Lift Lift With Lift Inside Lift @home own and produce franchise and co-produce service auto-organize
  6. 6. Keyword Keyword A Key Word Keyword B ‣ Innovation program ‣ Geomarketing ‣ Man/machine interfaces ‣ Event organization ‣ Community management ‣ Content creation
  7. 7. Agenda Text An online community is: where a group of people with similar goals or interests connect and exchange information using web tools. Jeremiah Owyang
  8. 8. Community & event An old and multiform relationship Music & concert Health & walk Politics & gathering Game & lanparty
  9. 9. A plethoric tool landscape
  10. 10. There s no magic
  11. 11. Event industry has adopted the tools Community & event media as part of their everyday activities. In general, the digital marketing tactics respondents use mostly include e-mail marketing/advertising, online advertising and Web sites/Microsites. Looking more closely at the digital habits of each respondent group, as shown in Figure 4, corporate brand side marketers’ use of digital demand generation tactics such as online advertising, webcasts, and Google ad words is slightly higher than their exhibition management counterparts. FIGURE 4. Use of Digital Marketing Audio downloads/podcasts Virtual complements to live events RSS SMS/MMS Mobility Online games Other Do not use any digital marketing tactics 0% 10% 20% 30% 40% 50% 3% 5% Corporate Brand Exhibition Management/ProductionGoogle adwords Blogs Online Video E-mail marketing/advertising Social Media sites (Facebook, Linked In, Twitter, etc.) Webcasts 2% 2% 1% 3% 3% 10% 13% 22% 20% 16% 23% 26% 33% 26% 31% 36% 29% 31% 28% 42% 87% 95% 36% 62% Online advertising (Banner Ads, search marketing) Web site/Microsites Web-based event management tools 60% 70% 80% 90% 100% 31% 42% 72% 74% 77% 79% CEIR - Digital + Exhibiting Marketing Insights 2009
  12. 12. And believe that it will last Which of these technologies do you think will be commonplace in conventions and exhibitions by 2020 Convention 2020 - Fast Future Community & event
  13. 13. Communauté et événement Le contenu est la seule chose importante Du virtuel au réel techcrunch disruptive mashable apéro Du réel au virtuel Salon de l Automobile From virtual to real
  14. 14. Flash mob - Apéros géants
  15. 15. Bar camp et unconference Les nouveaux format The Rules of BarCamp • 1st Rule: You do talk about BarCamp. • 2nd Rule: You do blog about BarCamp. • 3rd Rule: If you want to present, you must write your topic and name in a presentation slot. • 4th Rule: Only three word intros. • 5th Rule: As many presentations at a time as facilities allow for. • 6th Rule: No pre-scheduled presentations, no tourists. • 7th Rule: Presentations will go on as long as they have to or until they run into another presentation slot. • 8th Rule: If this is your first time at BarCamp, you HAVE to present. (Ok, you don't really HAVE to, but try to find someone to present with, or at least ask questions and be an interactive participant. Bar Camp - Unconference Text http://www.barcamp.org/
  16. 16. Content crowdsourcing
  17. 17. Viral ticketing La communauté avant l événement Using the community to sell tickets
  18. 18. Sub title text Text Community based badging
  19. 19. Real time mobile web The audience interacts, completes, challenges,....
  20. 20. Live video & chat
  21. 21. A model ? Conclusion Community management Content creation Event organization conversation trend spotting .... topic selection program management .... speaker sourcing tickets selling .... Value
  22. 22. Some thoughts Conclusion ‣ Engagement marketing is becoming an important component of live marketing..... ‣ Real time interactions change the dynamic of content distribution in events.... ‣ Experts are on the stage, ....in the audience, ....and everywhere.... ‣ Nurturing the community before, during, and after the event with quality content will become more and more critical.... ‣ Events are not anymore limited in time and space, they are modified and enlarged by communities... ‣ What event formats and organization will serve these needs ?
  23. 23. Yves Cretegny E-mail: yves@liftconference.com Contact

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